In:
The International Journal of Business & Management, International Journal of Innovative Research & Development (GlobeEdu), ( 2022-09-30)
Abstract:
Purpose: The study purposed to assess the extent to which managers apply user-generated content (monitoring and response) among 3-5-star hotels in Kenya.Methodology: The study adopted a quantitative approach and survey design. The population entailed 441 hotel managers, including general, guest relations, and marketing managers from 147 3-5-star hotels in Kenya. Multistage sampling was used to select a sample of 252 hotel managers, and data were collected using self-administered questionnaires. The extent of the managers' application of UGC and their perception of hospitality service experience was assessed through mean ranking and standard deviation. Findings: The results indicate that hotel managers primarily apply UGC to a large extent by checking the number of unfavorable sentiments (M=4.523, SD=1.584) and checking positive content generated by customers about their hotels (M=4.958, SD=1.454). Recommendations: The study recommends that further studies be conducted on low-end hotels with a focus on their extent of application of UGC and service experience enhancement. Low-end hotels may comprise one- and two-star hotels. Moreover, further research may look into hotel managers' motivation to apply UGC across different hotel ratings.
Type of Medium:
Online Resource
ISSN:
2321-8916
DOI:
10.24940/theijbm/2022/v10/i9/BM2209-003
Language:
Unknown
Publisher:
International Journal of Innovative Research & Development (GlobeEdu)
Publication Date:
2022
detail.hit.zdb_id:
2739114-0
